The Predicament And The Corresponding Measure Of China's Non-Profit Organizations' Marketing

Along with the further development of reform and opening-up and continuous improvement of living standard, Non-profit Organization(NPO) status are significantly increased and demand rapid expansion. In the world economy and social life non-profit organization plays an irreplaceable role. At the same time, non-profit organizations also gradually become scholars and research institutions on the hot issues. The non-profit organization's rapid development also makes organization expose many problems. Due to government financial support reducing, social donations declining and the non-profit sector fierce competition, measures must be taken to open up exchequer and seek broader fundraising channel. So the marketing concept was introduced to the nonprofit sector. The introduction of marketing concept was designed using the profit organization marketing mode and method, combined with the characteristics of NPO, for non-profit organizations, it can bring more value, in order to better accomplish the task and the goal of public organization.Non-profit organization marketing has become the inevitable choice of development trend. Non-profit marketing idea's time has come. However, in the process of marketing activities, Non-profit organizations are inevitably faced with many problems and challenges. For example, non-profit organization independence is insufficient; credit crisis; easy to deviate from the non-profit purposes, excessive commercialization tendency; marketing ability is limited. These are the non-profit organization marketing practical problem. However marketing activities for improving the non-profit organization of our country financing ability and service ability plays a very important role. It is the primary task that the NPO marketing is on the right track. In fact, some of China's non-profit organization has entered or is about to carry out marketing activities. And some also achieved good results. But, because of the lack of system security, messy management system, weak supervision, loss of sense of responsibility, and strong officialdom standard thought, China's non-profit organizations marketing carried out very hard. Needless to say, these problems lead to the decline in the quality of non-profit organizations public service. Meanwhile, they also damaged the image of NPO. At last, marketing doesn't bring expected results to non-profit organizations. On the contrary, it brings negative effect for non-profit organization. Non-profit organization must be out of marketing predicament, so people must take measures. Generally speaking, non-profit organization has to be governed in the way of the combination of internal and external. Specifically, for one thing, organization creates a healthy and good external environment, such as strengthening the construction of legal system, improving the management system, intensifying plural supervision system. And for anther, organization must strengthen the organization's own marketing ability. Such as optimizing and improving the internal structure of the organization; strengthening the non-profit marketing communication, actively developing public relations of non-profit organization, establishing the cooperation with profit organizations.Whether non-profit organization can carry out marketing activities or not, it has close relationships with organization itself. But, the organization can not be divorced from the social environment. The organization must survive in the social environment. Therefore, to some extent, organization external environment also has important influence on the organization of the marketing activity. This paper is completed from the organization's internal environment and the external environment. This is the innovation of this paper. On the non profit organization research, this is still a relatively new research field. Non-profit organization marketing research is less and less. Because research achievements are scanty, in the writing process, reference materials are very seldom. So it is a grim challenge for author. Coupled with the limited capacity of author, the research level is not relatively advanced in the short time.To sum up, this study aims at making some contributions to the non-profit organization. And really hope it can awaken the non-profit marketing consciousness, and reverse concept that marketing is only applicable to profit sector. Meanwhile, the author really hopes that scholars and research institutions can strengthen research on the non-profit organization marketing. Promoting and pushing forward the development of non-profit organization marketing is the ultimate goal.